The Press, The Public, and Congress

These three articles all dealt with press coverage and public policy in some way. The first, number 21, “How Members of Congress Use the Media to Influence Public Policy,” explores the media entrepreneurs. Defined as non-Southern, young, liberal Democrats, media entrepreneurs solicit media attention “to influence policy” (252). They use strategies like agenda-setting, targeting their audiences, personal contacts, getting party leader support, along with non-traditional ways of influencing policy by attainting national coverage far more than their counterparts. A media entrepreneur also acts as a member of Congress “who has to communicate with his or her own constituents in order to increase support for reelection” (261). This means that they seem themselves as a like a link between Congress and a representative of the media.

The second article, “Communications Policy and the Public Interest,” discusses Telecommunications policy, specifically looking at the Telecommunications Act of 1996 that former President Clinton signed into law. This act attempts to “create a regulatory platform that would permit broad competition among different kinds of telecommunications service providers, encourage innovation” (367). This is extremely important because the public, in this situation, is looked at as simply consumers and ignores the fact that the public wants more than to participate in purchasing. With digital processing and the convenient and fast-paced technological world we live in today, getting information is not the problem, but we must still make sure we are getting different perspectives of information. The Telecommunications Act of 1996 is trying to do just that: it’s trying to “ensure that some kind of competitive telecommunications environment will emerge” (371).

The last article for this reading, number 34, “How Policy Makers Deal with the Press,” looks at how the press coverage puts pressure on Congress to pass laws and make decisions they wouldn’t necessarily want to. The press uses the traditional news coverage, looking at certain policies that may or may not get passed, but the press also includes editorials, and advertisements—which are considered public relations, but any coverage is good coverage in some cases. Just as in the POD and CCPR campaigns. Even commentary was provided to the public, trying to sway their opinion and get behind the policy. However, even with the coverage being put out there for the public to see, the public does not necessarily even need to see it. Just because the information is out there, that in itself puts pressure on Congress. The media also has the influence to frame the issues to their liking, further pressuring Congress to pass the bill. This is not ethical, however. The press should not be responsible for campaigning. The press should solely be responsible for informing and trying as hard as possible to be objective.